Illustration by Lea Kron

As a born entrepreneur, I sold comic books on the school bus, had a side hustle pushing stationery (for our younger Family Table readers, stationery is special paper we used to write letters on. Letters are…never mind.), and would have a waiting list for babysitting gigs.

Our Soundbites subject seems to have been born with this gene and took it to the next level. He turned the average event into a trade show on steroids. Meet Yehuda Susskind, co-founder of PowWow events and one of the brains behind Kosherpalooza. Sit back and enjoy the (trade) show.

Where did your business acumen come from?

For as long as I can remember, I had a business. I sold snack bags and soda in elementary school, and worked really hard in my tutoring business in high school. I also had a huge apparel business, including sunglasses and caps that I sold on eBay. Once I graduated and went to Israel, my businesses were on hold. When they resumed, my devotion to learning became and remains a major part of my day.

Siyata d’Shmaya and my business common sense took me far, but I largely attribute my success to heeding what my father, a”h, always taught my brother and me: “Whatever you do, make sure you do it well.”

How did you get into the business?

Years ago I ran an event for my tzedakah organization in Lakewood, and as a fundraiser, I held a trade show geared to people who wanted to learn about Amazon businesses. I reached out to Joel Wolh, an expert in Amazon businesses, to help coordinate the event, and all the proceeds went to the tzedakah organization. It was a huge success.

Later, Joel and Mac Schlesinger asked me if I wanted to partner for a trade show on Amazon businesses. Mac is a software expert, who takes care of the technical logistics behind the scenes. We wanted the opposite of a boring trade show with tables and chairs. We had magicians walking around doing tricks and people with giant parrots on their shoulders. We realized that what trade shows lack is fun!

From there, we branched out to other industries. Think home care, real estate, healthcare, ABA therapy, construction. We know we aren’t experts in every industry. What we are is experts in putting together a show, and we bring in a partner who’s an expert in that industry. Since we’d always wanted to do a food show, we reached out to Shlomo Klein of Fleishigs magazine, who has 13 years in the food publishing business.

It was hashgachah. Shlomo told us that consumers — regular food lovers, maybe foodie wannabes — had always encouraged him to create a food trade show geared towards them, while the food vendors at the business trade shows wanted an opportunity to connect directly with consumers and not only with distributors. But he didn’t know where to start in putting such a show together. This was indeed a perfect shidduch, and Kosherpalooza was born.

We decided this wasn’t going to be any trade show. This was going to be a food FESTIVAL!

What separates you from other trade shows?

There’s always something going on at our shows. It’s not just a bunch of booths with folding tables and tablecloths, with people wandering from one to the other. There are constantly side shows and demos and even fun entertainment. We think outside the box to keep things constantly engaging. This keeps visitors there for longer, which in turn benefits the vendors showing their wares.

With the content ideas Shlomo contributed, this event will be a sensory overload. There will be something for everyone! On the periphery of the show, there will be demos given by top kosher cookbook authors, contests, and a Chopped competition. There will also be a kashrus panel showing unusual birds and fish and their kosher signs. The focus will be on the consumer, and there will be so many samples of top-quality foods for everyone. (Wagyu beef, anyone?) This is only a taste of what we’re offering!

But what sets this — and all of our trade shows — apart is our commitment to doing everything kosher.

Many of the trade shows in Las Vegas or Atlantic City, besides not having kosher food, have zero kosher atmosphere. Before our event takes place, we make sure to convey to all of the businesses presenting with us how a frum event is run. We explain the laws of modesty and encourage business attire. We also give them a heads-up about no handshaking with the opposite gender and casual conversation that won’t be acceptable to the attendees.

At a recent trade show, a speaker arrived and felt very out of place because of her wardrobe choice. I had a staff member pick up some things for her to wear to make her more comfortable. It was a big kiddush Hashem, and the speaker was super appreciative.

How do you keep the food aspects strictly kosher in a massive room with many moving parts?

We retained Rabbi Aaron Mendelson, who was the head mashgiach at Kosherfest for years, and has an incredible amount of experience with kosher trade shows. The setup on the floor plan is to have distinct meat and dairy sections, with pareve in between, to keep things organized. Other food shows have them intermixed, and it can be overwhelming.

Every single vendor will have a sign up with their hechsher, but we’re also taking responsibility to print out a uniform explanation for the consumer so they know the kashrus has been vetted by us and meets the highest standards.

Any sneak peeks?

There’s going to be such a festive energy. The Meadowlands Expo Center will be decked out in balloons that will give you the feeling that you’re at the world’s greatest carnival.

And speaking of carnivals, one of the worst parts of any trade show is the line at registration. People have gone through traffic and parking and are anxious to get inside already! We’re going to distribute cotton candy, slush, and popcorn outside the registration lines. The party starts before you even get your admission badge!

Yehuda in 60 Seconds

Born and raised in Sheepshead Bay, Brooklyn. Currently lives in Jackson, New Jersey, with his wife and kids.

Sticking to my guns: The commitment to being a kosher event on all levels means not blinking when the top sponsor of an event extends her hand. When I explained why I can’t shake it, she really appreciated the cultural heads-up.

Calm within the storm: It’s very cool how the entire place gets quiet when Minchah is announced.

The unfoodie: I am the opposite of a foodie. I appreciate good food, and my wife is the most amazing cook, but I leave the food-related details to the experts.

My energy source: Coffee.

The most relaxed part of my day is when I’m learning Torah.

The PowWow trademark: Network. Learn. Party.

(Originally featured in Family Table, Issue 848)